COL+ COLOSTRUM by Saatchi & Saatchi New Zealand for NEW IMAGE NATURAL HEALTH

COL+ COLOSTRUM

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Industry Non-alcoholic drinks, Business equipment & services, Corporate Image
Media Design & Branding
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Creative Director Blake Enting
Illustrator Christen Stewart
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: NEW IMAGE NATURAL HEALTH
Product/Service: DAILY HEALTH DRINK
Agency: SAATCHI DESIGN WORLDWIDE
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: SAATCHI DESIGN WORLDWIDE, Auckland, NEW ZEALAND
Entry URL: http://www.colplus.com
Strategy: Derek Lockwood (Saatchi Design Worldwide)
Creative Director: Blake Enting (Saatchi Design Worldwide)
Design Director: Andy Scarth (Saatchi Design Worldwide)
Illustrator: Christen Stewart (Watermark Ltd.)
3D & Retouching: Dennis Monk (Engineered Ltd)
Media placement: Sales Brochure - Distributed to sales teams - 01 December 2009
Media placement: Educational Postcard - Distributed to sales teams - 01 December 2009
Media placement: Website - Web - 01 January 2010
Media placement: Packaging - Supermarkets - 01 February 2010

Describe the challenges and key objectives
THE CHALLENGES & KEY OBJECTIVES Finding a visual balance between science and nature was the main design challenge. Iconic key visuals were needed to link each design, making the overall identity graphically engaging throughout the communications, beyond the bottle and pack design. One key objective was to communicate the spiritual connectivity the consumer experiences from choosing a healthy lifestyle, from selecting COL+ Colostrum.

Describe the brief from the client
THE BRIEF COL+ Colostrum is a health product in a new category. Science and technology has enabled this natural dairy product to retain its integrity as a fast moving consumer health drink. Never before has colostrum been sold in liquid form, ready-to-drink. Marketed in Asia, the brief called for something different from any relative competitors. It called for a design that looked premium and engaging, yet still communicated the science and health benefits of this natural product. Items required were: logo, bottle/pack design, key imagery, sales collateral and website.

Describe how you arrived at the final design
THE SOLUTION “Life as Nature Intended” became the organising idea, driving the brand’s look and feel across all media platforms. Avoiding the clichés of cows and ‘rolling meadows’, the sophisticated pack is clean and contemporary. The logo’s gem-like droplet simultaneously communicating liquid, flavour infusion and the preciousness of its contents. Symmetry, synchronicity, colour, euphoria, energy and abundance were the design adjectives used to create the COL+ Colostrum illustrations, providing life and energy for the entire brand identity. The droplet shape (the brand’s DNA) – provides the visual link for all communications. Plant/bird/butterfly forms in the illustrations are created using droplet shapes, fusing together to create a zenful collection of images, vibrantly organic yet beautifully synchronised.

Give some indication of how successful the outcome was in the market
THE OUTCOME The client was inspired and enthused by the creative results. It has provided their marketing and distribution teams a vibrant set of tools to proudly sell the product into each market. The product has only just been launched into Singapore, with Hong Kong and Mainland China set for launch in late 2010.